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패션 모바일 커머스 품질 평가에 대한 비즈니스 모델 연구

A Study on the Business Model of Fashion Mobile Commerce by Quality Evaluation

나윤규
한국패션비즈니스학회|2014.02|패션 비즈니스 (Journal of Fashion Business)|제18권 제1호|pp. 1-21

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참고문헌

키워드

기술수용모델품질평가TAMM-commercequality evaluation모바일 커머스과업-기술 적합TTF
주제분류생활과학

초록

This study exceeds the view on the fragmentary fact-finding surveys related to theapplication of mobile commerce which further develops the evaluation model of fashion mobile commerce website and considers the validity of comprehensive fashion mobile commerce with quality evaluation factors according to the Task-Technology Fit. To fulfill the study objectives, a total of 433 questionnaires are being conducted to thecustomers with first-hand experience on fashion merchandises through mobile commerce. The judgement sampling method is employed according to the sample population ages from 20s to 30s during two months period. Based on the results of the above-mentioned path analysis, we have observed the following: First, the path relation analysis results show that the M-marketing (M-marketing) between perceived usabilities had effects to the perceived usability and the M-sales had effects to the perceived usability. Second, as seen from the fashion mobile shopping conformance (TTF), the perceived usability, customer satisfaction, and path pipe analysis result conformances between perceived values and immersions have effects of perceived usability, customer satisfaction and perceived value, and thus, indicate that the perceived usability had effects on the customer satisfaction and immersion. Third, the customer satisfaction, perceived value and immersion all have effects on the purchasing intention.

Abstract

This study exceeds the view on the fragmentary fact-finding surveys related to theapplication of mobile commerce which further develops the evaluation model of fashion mobile commerce website and considers the validity of comprehensive fashion mobile commerce with quality evaluation factors according to the Task-Technology Fit. To fulfill the study objectives, a total of 433 questionnaires are being conducted to thecustomers with first-hand experience on fashion merchandises through mobile commerce. The judgement sampling method is employed according to the sample population ages from 20s to 30s during two months period. Based on the results of the above-mentioned path analysis, we have observed the following: First, the path relation analysis results show that the M-marketing (M-marketing) between perceived usabilities had effects to the perceived usability and the M-sales had effects to the perceived usability. Second, as seen from the fashion mobile shopping conformance (TTF), the perceived usability, customer satisfaction, and path pipe analysis result conformances between perceived values and immersions have effects of perceived usability, customer satisfaction and perceived value, and thus, indicate that the perceived usability had effects on the customer satisfaction and immersion. Third, the customer satisfaction, perceived value and immersion all have effects on the purchasing intention.

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